What is impression share?
Impression share is the percentage of impressions your ads received out of the total they were eligible to receive. To find it, divide your impressions by the eligible impressions, then multiply by 100.
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How to calculate impression share
Divide the impressions you received by the impressions you were eligible for, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why impression share matters
Impression share shows how much of the available demand you're capturing. If it's low on your best keywords, you may be missing searches your competitors are winning.
It's most often reported for search campaigns, where the platform can estimate how many searches your ads could have appeared for.
Why you lose impression share
Google Ads splits lost share into two main causes: budget and rank. Lost to budget means your spend limit ran out. Lost to rank means your bids or ad quality were too low to win the auction.
Each cause has a different fix. Raise the budget for the first, and improve bids, quality, or relevance for the second.
Using it wisely
Aiming for 100% is rarely worth the cost. Focus on high-value campaigns and keywords, and weigh the price of winning the extra impressions against the return.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate impression share?
Divide impressions received by eligible impressions and multiply by 100. For example, 6,000 of 10,000 eligible impressions is a 60% impression share.
What is a good impression share?
It depends on the campaign and your goals. For brand terms a high share is common, while for competitive terms it may not be worth the cost to chase.
What is the difference between impression share and reach?
Impression share compares your impressions with what was available to you. Reach counts the unique people who saw your ad.
How do I increase impression share?
If you lose share to budget, raise the budget or narrow the campaign. If you lose it to rank, improve ad quality and relevance or raise bids where the return supports it.
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